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Google Director of PM states that Project Rearc and other cross-site UUIDs will not be compatible with the future state of Google's advertising products: wsj.com/articles/google-to-stop-selling-ads-based-on-your-specific-web-browsing-11614780021?st=64g7t4vh2cl8ev1&reflink=article_copyURL_share
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With Apple stating it will actively intervene against UUID and Google stating that UUIDs will have no place in their ad tech infrastructure (which is behind all of the ad tech infrastructure) how can there possibly be a future for cross-site unique user identifiers?